Every Tuesday, the media department delivers digital news, insights and trends directly. We break down buzzwords, provide our POV on current events and share forecasts with our fellow forward-thinking digital marketers. R&R Partners is built on a foundation of unwavering integrity, fierce loyalty, hard work and the relentless pursuit of success for our clients. Success involves being up-to-date on this rapidly changing landscape.
Digital Digest – November 14, 2017
Branded Content: Longer Headlines Are Best
The latest study conducted by Polar goes against everything we’ve been hearing in the industry of “less is more.” In an age of shortened attention spans, there is still time to read a good headline. This study found that branded content headlines between 90 and 99 characters achieved a click-through rate (CTR) of 0.43 percent, higher than headlines with fewer characters. Furthermore, numbers and special characters also resulted in a bump in CTRs.
Although not all ad units allow for 90+ characters, it’ll be important for the teams to capitalize on the full length available, and ensure that headlines are creative, not pitchy. Not addressed in this study, but equally as important, are images associated with these headlines.
Thoughts by Trisha Stecker, Digital Associate Media Director
Reddit is set to undergo its biggest revamp in the last decade. The publisher is hoping to increase users and advertisers on the platform, while also weeding out trolls and fake news. Reddit has already opened the newly designed platform to a small set of users and plans to open it up in the near future. According to Reddit CEO, Steve Huffman, the updates will make the platform feel more modern, like its mobile app. Overall, the company has grown from 240 million users last summer to more than 300 million today. Huffman is focused on users spending more time and finding more stuff, and not just lurking at a surface level. He hopes the redesign will be more appealing and more understandable for brands that want to reach those users.
Thoughts by Jacki Dinger, Assistant Media Planner/Buyer
Breaking Down a Buzzword: Dark Post
Or unpublished post. We often use these terms interchangeably when referring to social media ads. The official term might vary from platform to platform, but an unpublished/dark post refers to a social post that does not appear on a brand’s public-facing wall or feed. These dark posts initially live as an advertisement ONLY, but can later be published to a brand page’s organic audience if desired. Brand advertisers use dark posts to create variations of ads often testing headlines and or images; or to promote specific ads to specific audiences without publishing these numerous posts to their organic followers. Facebook and Twitter were recently in the news, both opting to reveal all pages’ dark posts in light of the negative press around the election hacking from Russia. More here: http://adage.com/article/digital/facebook-drag-dark-posts-light-election/311066/
Broken down by Kris Cichoski, Associate Director of Social Content Publishing
Media Terminology: KPI
A key performance indicator (KPI) is a measurable value that demonstrates how effectively a company is achieving key business objectives. Organizations use KPIs to evaluate their success at reaching targets with specified tactics.